#pSEOBreakdown
StubHub Programmatic SEO Case Study
StubHub has rolled out an impressive programmatic SEO strategy to cover various aspects of events and ticketing. Their approach targets 3 key areas, pulling in a massive 39,714,000+ monthly.
StubHub is a secure marketplace for buying and selling live event tickets, including concerts, sports, and theater.
#snapshot
StubHub Goes All-in on Organic Growth via pSEO
The key to StubHub’s growth is its focus on organic traffic, achieved by creating 100’s of landing page style pages using programmatic SEO.
Marketing Channel Distribution
A whopping 15.78% of site visits come through organic search. They’ve effectively established a robust programmatic SEO strategic advantage with events and ticketing-relevant keywords like:
- Live event ticket marketplace
- Local event ticket listings
Organic Traffic Trends
Organic search brings 39,714,310 monthly visitors to the site currently. Compared to 3 years ago when traffic was 2,567,192, this marks a 1446.99% increase.
The site’s organic traffic has shown fluctuation in the last 4 months, with monthly visitors fluctuating from 35,495,414 to 39,714,310.
#breakdown
Detailed Analysis of pSEO Areas
StubHub has implemented the techniques of programmatic SEO in the following areas. Let’s have a look at the case study.
#pSEOArea1
Live event ticket marketplace
The keyword structure for this are follows a consistent pattern, combining head terms with specified modifiers. The pages are generated to capture a wide range of search phrases, such as:
Not only that, the target keywords are strategically crafted to capture a wide range of user intents as well, such as:
- {City} concert ticket prices
- {Event} ticket availability
- Buy {Artist} tickets online
- {Venue} concert schedule
{Event Type/Artist} Tickets
This area targets users seeking tickets for specific events, capturing transactional intent and targeting long-tail event queries.
✓
Landing Page-style pages
✓
Transactional search intent
✓
Bottom of the Funnel
✓
Product/service page type
#pSEOArea2
Local event ticket listings
The keyword structure for this are follows a consistent pattern, combining head terms with specified modifiers. The pages are generated to capture a wide range of search phrases, such as:
Not only that, the target keywords are strategically crafted to capture a wide range of user intents as well, such as:
- {Event Name} schedule {City}
- {Event Name} tickets {Location}
- Nearby {Event Name} shows
- Find {Event Name} events
{Event Name} Near Me
This area targets users searching for nearby events, focusing on local keywords to drive ticket sales.
✓
Landing Page-style pages
✓
Informational search intent
✓
Top of the Funnel
✓
Location-based page type
Competitor Traffic Review
StubHub content strategy is also a key factor in why the company is generating more search traffic competitors
StubHub
39,714,310 visitors
ticketmaster.com
100,234,192 visitors
vividseats.com
10,686,409 visitors
seatgeek.com
18,557,772 visitors
axs.com
19,226,329 visitors
Programmatic SEO Insights
Lessons from StubHub successful programmatic SEO implementation.
🌟
Localized SEO Targeting
StubHub’s “near me” event pages leverage location-based keywords, ensuring they rank for geographically specific searches. This hyper-local strategy enhances visibility for users seeking nearby events.
🔥
Comprehensive Content Clusters
StubHub builds extensive content clusters around event categories, integrating artist bios, venue details, and FAQs. This strengthens topical authority and improves keyword relevance across their domain.
💡
Optimization of UX
StubHub incorporates intuitive filters and call-to-action buttons, improving user interaction and reducing bounce rates. These UX enhancements align with search engine preferences for quality engagement.
⚡
Load Speed Bottlenecks in Key Areas
The observed LCP and TBT scores show slow load times for critical user queries. StubHub should prioritize optimizing above-the-fold content rendering and compressing large assets for better Core Web Vitals.
🚀
Content Recycling and Refresh Issues
Older event pages (e.g., past concerts) remain largely static. StubHub could implement automated content recycling to refresh these pages with historical performance data or updates about the artist, keeping them relevant and ranking-ready.
🌙
Predictive Page Creation Challenges
StubHub excels in creating event pages early (e.g., artist ticket pages), capturing long-tail search traffic. To enhance, they could dynamically update inactive pages (“There aren’t any events now”) with relevant content to retain user engagement and rankings.
More Case Studies…
We also have some other programmatic SEO case studies that you can look through.
References and Resources
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- We pull traffic data from the SimilarWeb API in the #snapshot section, with updates like the latest one on May 19, 2025.
- Similarly, Core Web Vitals data in the #breakdown section is updated regularly from the Google PageSpeed API, with the most recent update on May 19, 2025.